WMI’S TOP INDUSTRY
Predictions for 2019
As the momentum of 2019 rolls in, it is a great time to look ahead to what we can expect in the digital world this upcoming year. We came together as a team and did the legwork, so you can sit back, relax, and enjoy our favorite digital predictions for 2019.
2019 WILL BE
THE YEAR OF “SMALL”
Brands will launch many smaller – more specifically targeted campaigns – rather than just large generic campaigns. This means more live streaming, more personalized video messaging, and more curated content with enhanced relevance to micro niches. Also, web design and mobile UX & UI will take a turn towards a much less flat and minimalist style and be much more about customized content and graphics.
Mobile commerce will grow exponentially as more sites are optimized to sell over the phone. As Google Trends Analyst John Mueller mentioned, “If you want to go responsive, better do it before the mobile-first launch.” So, if your site hasn’t migrated yet, and you’ve been thinking about switching, 2019 will be the year to do it.
There will be a shift in the use of platform devices used to convert (the big ones still being desktops, tablets and mobile) but voice devices, like Alexa and Google Home, are beginning to grab a bigger slice of that pie, and that trend should increase. We believe this will affect Google search with a new campaign type – one that is specifically created for voice search.
Amazon is becoming the Google of e-commerce (56% of consumers visit Amazon first if they have shopping in mind and 51% check with Amazon after finding something elsewhere). So if you’re a seller of clothing, books, electronics, and others, include optimization for Amazon into your 2019 SEO strategy.
From an analytics perspective, 2019 should see a continued increase in machine learning (ML), artificial intelligence (AI) development, integration and streamlining into anything data-related. For our industry, advancements in those areas translates into better targeting/retargeting and a superior quality of consumer journey.
The industry will make huge strides in the ability to track cross-environment, which will lead to a spike in In-APP advertising on both CTV/OTT & Mobile. In addition, budget spent on Digital Video (Online, Youtube, and CTV/OTT) will surpass budget spent on Traditional Television. In-APP video ads will find make a boom among gaming apps, thanks to their widespread uptake of the rewarded video ad format.
Instagram will continue to dominate – and grow even faster. IGTV will gain further traction and more brands and influencers will see the need to create engaging original content series on the platforms. With that, we predict that new features will be introduced to make it easier to subscribe to someone’s IGTV channel.
Issues around privacy and data breaches will continue to be discussed, leading to more consumers blocking ads and refusing to share information. The increasingly volatile and relevant digital data privacy debates will lead marketers to spend more money on less trackable forms of media, such as OOH, Print, Experiential, Cross-Environment.